Direct marketing can take a variety of forms, but always involves communicating directly with your customer in an attempt to instigate an immediate action.
Whether it be sending back a reply form, completing a questionnaire, or subscribing to a newsletter, the action needs to demonstrate an interest in your product or service. Generating these marketing leads is an important way of building up your company's contact database.
However marketing leads are seldom sufficiently qualified for follow up by the sales department. It is at this point that direct marketing campaigns too often fall short.
Kathaliss believes the 'real' essence of direct marketing is the immediate generation of sales leads. Therefore we will help your company to design direct marketing campaigns which focus on tracking and nurturing real sales opportunities. As a result, there will be less or no need for additional qualification efforts by the marketing department, therefore enabling your company to save valuable time and resources.
This alternative approach to direct marketing also creates a great opportunity for your marketing department to deliver a vital and measurable contribution to your company's sales growth. At this point, a true synergy between marketing and sales can be established.
Sales leads contrast greatly with marketing leads:
- Do not disappear into a database
- Have communicated a business need
- Meet a desired customer profile
- Have indicated a buying intention
Kathaliss believes companies with complex sales cycles are those that will benefit most from implementing this structured lead generation process. Not only will such a process improve the effectiveness of your direct marketing campaigns, but it will also guarantee the continuous generation of sales opportunities (sales leads).
Read more about our company and its approach.